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Zegna have always been an exemplar of luxury menswear. Loved worldwide for their sheer craftsmanship, there’s always been just one catch: they’ve never staged a show anywhere other than Milan, their home turf. But that’s swiftly changing this year. For the first time in its history, Zegna will present its SS26 collection outside the traditional Milan Fashion Week calendar, opting instead for Dubai as the setting for its latest runway show. Scheduled for June 11, the event emphasises the brand’s commitment to global expansion while championing Italian artistry.
Gildo Zegna, chairman and CEO of Ermenegildo Zegna Group, emphasised the significance of choosing Dubai. “As a company that has always looked beyond, we are excited to bring the artistry of Made in Italy to Dubai for the first time,” he said. “Dubai today is the centre of the world, where cultures converge and innovation thrives. Milan will always be our home, and our partnership with Camera della Moda remains as strong as ever. But today, luxury is about movement, evolution, and embracing new perspectives. Dubai is the perfect place for us to tell the next chapter of our story.” The statement reaffirms Zegna’s dedication to Italian savoir-faire while acknowledging the need to evolve within a dynamic global market.
Zegna have developed the showcase in full alignment with Camera Nazionale della Moda Italiana. It’s expected to anchor a week-long programme of curated experiences designed to engage top clients, friends of the brand, and select members of the international press through immersive activations that blend cultural exchange with luxury storytelling.
Last year, Zegna captivated us at their Summer 2025 show with an experimental use of linen; the anticipation for this year’s fare is palpable. The brand has always been known to make a sartorial splash, and that’s not likely to change any time soon.
Complementing the runway show, VILLA ZEGNA — the brand’s travelling concept inspired by Ermenegildo Zegna’s original home — will make its Middle Eastern debut. Following previous chapters in Shanghai and New York, the immersive installation will offer guests a journey through the brand’s heritage, sustainability initiatives, and contemporary design ethos.
By integrating workshops, artisan demonstrations, and multimedia exhibits, VILLA ZEGNA aims to translate the brand’s philosophy into a tangible experience. This fusion of past and future aligns with Zegna’s narrative of innovation, positioning Dubai not merely as a venue but as a symbol of luxury’s evolving landscape.
